Plan estratégico de comunicación para fortalecer el posicionamiento y oferta académica de la Escuela de Formación de Soldados del Ejército "Vencedores del Cenepa"

Abstract

Abstract: Strategic communication is a fundamental mechanism to create actions aimed at reinforcing planning at all levels, which is why this degree work is proposed as a sequential incident to arrive at a strategic communication plan that strengthens the positioning and reception of academic offer, through internal and external analysis, through the development of an SEO audit, with online measurement instruments available to users, a social media audit, with metrics and direct observation of the same digital platforms and finally proposing a plan of communication that determines communication objectives, strategies, actions, schedules and budget. This qualification work was developed in times of pandemic, during which time the use of tools to conduct online surveys of 1,167 applicants has become visible in a record time of only two days, of which through a systematic random sampling process 290 respondents provided the lights to determine the origin of the applicants, a means by which they prefer to obtain information related to the institute among other data.